Have you ever really spent time thinking about how inbound vs. outbound impacts your business? It’s important to evaluate how each impact your company’s goals and KPI’s. When it comes to inbound marketing, chances are you know a thing or two. Content marketing, social media posting, SEO optimized content and web page content optimization are a few of the things businesses have been told to focus on to generate more leads. However, if you haven’t leveraged outbound to complement your inbound efforts, your inbound may not be as effective. Below is a list of six things to consider and evaluate when deciding where your business should put their marketing dollars.
Inbound vs. Outbound
1) Immediate ROI
Often times with inbound marketing, it’s not apparent when traffic is leading to sales. There are businesses who drive traffic on social and get many website visits, but whether this leads to sales is difficult and sometimes impossible to track. The beauty of outbound is its ability to nurture and close leads, unlike solely attracting leads. Inbound marketing rarely generates results immediately, and should not be looked at in this context.
It’s no secret that outbound marketing allows you to directly get in front of people. You choose exactly who you’re pitching to. You have the ability to one-on-one target who is most likely to be interested and benefit from your product. Instead of weeding through hundreds of inbound leads, you’re going after your most desired accounts. You’re able to choose who you want to reach out to and have full control of your message.
3) Time Spent
Continually creating content takes a lot of time. Spending your resources on constant content creation in a crowded space is slow. Inbound tactics are effective in the long term, but not if you’re looking to quickly grow a customer base and win new accounts. Studies report that as content marketing has risen, there’s been a decrease in efficiency on the sales side. All of the organizations solely focusing on inbound should look at outbound to complement their efforts.
4) Easier to Scale
Many companies that are looking for the right tactics to scale growth have adopted an outbound strategy. Leveraging outbound sales development by using Sales Development Representatives (SDR’s) to sell to a specific set of accounts often amounts to incredible success.This is typically done by targeting the ideal customer profile (ICP) of these accounts, which are higher value contracts. SDR’s prospecting represents narrowly-focused activities performed daily to a wider target audience than any full-cycle rep could handle. As such, the ability to add SDR’s and grow the total prospecting population, while still remaining targeted, is achieved.
5) Better understand your customers
When organizations are considering inbound vs. outbound, they tend to overlook the ability to improve messaging with outbound. You’re constantly communicating with your customers and learning more about them. This helps you achieve empathy to understand their problems and give them solutions as well as how to pitch your product. This constant feedback loop of testing messaging with measurable response rates enables you to establish outreach that resonates. Once you’re on a path of consistent messaging that’s relevant to what your target cares about, you build trust and better understand your customers. You’ll learn a lot about your target group at a faster pace than inbound.
6) Speed to Market
Inbound takes time. How long is it going to take to rank #1 (or even top 10) on a Google SERP (Search Engine Result Page)? How do you prevent other businesses from taking your place in a Google PageRank tomorrow? While inbound strategies can be a strong asset for your business, they take a long time to develop and further time to simply maintain. Outbound allows you get to market as soon as your campaign is ready.
When considering Inbound vs. Outbound for business, evaluate the factors above. If you’ve never tried outbound marketing, it could be exactly what your business is missing. Try outbound marketing to complement your inbound marketing to see quick gratification. Inbound alone isn’t enough because you’re waiting for prospects to come to you. By creating targeted email campaigns and persona-based outreach, you’ll be able to move through the sales cycle more quickly. Utilizing outbound marketing is a great way to boost your inbound marketing and increase its effectiveness. Be sure to test both to see what works for you. If you’ve never tried outbound marketing, remember that using your cold email and calling outreach is a fantastic way to build trust with accounts you desire to land. CIENCE can become an extension of your team, providing you the outbound team of your dreams. Book a meeting and chat with us to learn more. Photo credits by Oliver Wendel and petradr on Unsplash.